We're disloyal by nature
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1-min read
Loyalty needs to be helped. In most businesses, and hospitality is no exception, the Pareto Principle is usually quite well adhered to. According to this principle, 80% of a company's sales come from "only" 20% of its customers, which means that most of them are just passing through.
You shouldn't forget about the rest, but focusing your resources on your top 20% of customers that are really going to boost your bottom line, seems like a good deal.
Your goal should be to turn your customers into ambassadors. This means loyal customers who will return to your restaurant or online shop, while also recommending it to friends or family. The key will be in the experience they live in each of the touchpoints with your brand. Remember, it is important not to lose contact and continue interacting with them once the purchase has already been made.
Based on our experience, here are the keys to building a successful Loyalty Plan:
Design a loyalty plan with an attractive topic. Avoid tedious approach that leads your customers to look at other brands. Go further than the traditional: "every 10 drinks I always reward you with the same". Tell a story that acts as a common thread in all your communications. Your plan is not just a few conversion rules, your plan is a means that acts as a speaker for your brand's values.
For example, Grosso Napoletano in Madrid simulates a football tournament in which they start with "Quarti de Finale" and progress to become "Campeoni".Personalize the rewards of your loyalty plan. Having the loyalty card, which allows you to know when your customers receive what reward, and the CRM, which allows you to segment based on their preferences, reward your customers with something that you know they will value.
Create your own online sales channel. Use it for delivery and take away, but also for dine-in, giving the possibility of making digital orders on-premises. You will be boosting your online shop traffic but will also be building an omnichannel loyalty plan in which your customers will be registering automatically due to buying, regardless of whether they visit you physically or virtually. In addition, it will provide you with greater profitability compared to marketplaces.
Interact with your customers after their purchase. Customize the ticket including the benefits obtained after the purchase, welcome them to the next level, share interesting content after a few days, or try to retain it several weeks or months later if they did not buy from you again. This will be developed in a contextual and personalized way, prioritizing quality vs quantity. Not becoming spam is a must.
Prepare NPS-type satisfaction surveys to determine who your promoters are and understand which aspects of your experience are the ones that raise or lower the score. This will enable you to know which points to exploit and which to correct.
Why should your clients stay with you?
If you already use Cheerfy, I encourage you to review your engagement plan on the platform.
If you still don't use Cheerfy, but are thinking about it, we will be happy to explain its operation and capabilities in detail.
I am here to help you.
Nacho @ Cheerfy